Starting from today, Thursday the 17th of February, and lasting for one week, Selfridges have transformed themselves into Destination Denim, the only place to go and buy jeans from. As well as light refreshments and over 70 different brands to choose from, there will also be denim experts from Diesel, Natural Selection, Lee, Paul Smith and Levis amongst others, on hand to help you make the right choice. And, as if that wasn't enough, if you spend over £100 on your new blues, there'll be a specially designed t shirt thrown in for luck.

Oh, and one other thing, if you want to win a pair of jeans from every denim designer under the sun, courtesy of Selfridges, we suggest you visit our competition page.